/ case study

amplifying Monaco’s cultural heritage via ballet

ClientMonaco Tourism Board
Office Action Russia
ExpertiseDigital Communications
Client Monaco Tourism Board
Office Action Russia
Expertise Digital Communications Industry Tourism

the challenge

Monaco’s cultural heritage is without doubt one of its most appealing attributes. It is something that the entire nation is proud of and the Monaco Tourism Board were keen to showcase aspects of their cultural life via a digital campaign. Action Russia proposed promoting the country’s cultural features through cultural ties between Monaco and Russia.

our approach

‘Monaco from home’ is a digital project initiated globally by Visit Monaco. The idea behind it was to inspire people to travel to Monaco when borders re-opened and to showcase the close connection between the culture of Monaco and Russia.

Action Russia came up with an idea of creating a video that would focus on Russian ballet and the ballet of Monaco:

  • The main character was one of the principal ballet dancers of Bolshoi theatre – Igor Tsvirko.
  • The video was complemented by archive footage provided by the Ballet of Monte-Carlo, including performances of Diaghilev.
  • Igor Tsvirko’s performance was filmed in a ballet studio and a theatre, following a nostalgic narrative.
  • The video was posted on VisitMonaco’s social media accounts and supported by the digital promo campaign.


  • 900K+ reach
  • 15 million impressions

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